Apple’s venture into the electric car market, encapsulated in its secretive “Project Titan,” saw the development of a prototype in 2020 internally referred to as the “Bread Loaf.”
Prototype Description
Described as a four-seater resembling a minivan, the “Bread Loaf” prototype boasted rounded sides, an all-glass roof, sliding doors, and whitewall tires, according to Bloomberg’s feature on Project Titan.
Name Origins
While the name “Bread Loaf” was used to identify the prototype, it wasn’t always employed in an affectionate manner by Apple’s car team, as reported by Bloomberg’s Mark Gurman and Drake Bennett.
Evolution of Design
Although the prototype underwent changes as the project progressed, the “Bread Loaf” iteration made it to the test tracks in 2020 before the project’s lead transitioned to another company.
CEO Demo
During a demonstration of the prototype, Apple CEO Tim Cook participated, showcasing the company’s progress in the electric car endeavor. However, according to Bloomberg, what was intended to impress leadership may have led to unexpected outcomes.
Change in Direction
Initially aiming for conditionally automated driving, which allows for driver intervention in certain situations, Cook and other Apple executives were so impressed with the prototype that they desired full self-driving capabilities, as per Bloomberg’s report.
Market Realities
Apple’s decision to discontinue the car project coincided with shifts in the electric vehicle market, where the initial excitement and sales growth have tempered. Challenges such as declining demand for premium EVs and delays in EV infrastructure investments by major automakers like Ford and Tesla have influenced this landscape.
Apple’s Response
Apple did not provide an immediate comment in response to inquiries made by Business Insider outside of regular business hours, leaving unanswered questions about the fate of its ambitious electric car initiative.
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